Barbie turns 50, but dolls forever young in eyes of U.S. girls

February 28, 2009|By Dahleen Glanton, Tribune correspondent

ATLANTA — Young girls peer into the glossy eyes of their plastic dolls and see reflections of themselves. In turn, those dolls offer a window into American culture -- whether it's Tiny Tears or Bratz or the most iconic doll of all, Barbie.

Barbie turns 50 next month. That's five decades of setting a standard -- for good or ill -- for how some girls view themselves. But it's not just Barbie who has been at hand as youngsters explore issues of sexuality, gender roles and fashion. To varying degrees, and sometimes controversially, Chatty Cathy, American Girl, the Bratz dolls and others have accompanied girls as they work out their identities.

Since Barbie was introduced by toy giant Mattel in March 1959, the amply breasted, slim-waisted, shockingly blond fashion icon has been at the forefront of the socialization movement. A rebel among dolls a half-century ago, Barbie provided young girls who are now Baby Boomer adults an alternative to baby dolls and their domestic overtones.

"During the 1950s and before, there was this dominant prevailing idea that women should be homemakers and mothers," said Miriam Forman-Brunell, author of "Made to Play House: Dolls and the Commercialization of American Girlhood." "Barbie challenged the postwar ideal about motherhood and sent the message that it was also OK to be a working woman."

Part of Barbie's appeal, sociologists say, is that she has always had a foot in two worlds. While praised for representing an independent, adventurous female, she has long been targeted by feminists who say she portrays women as sex objects. Critics also charge that Barbie's mature body, with its unrealistic proportions, has been damaging to young girls who might struggle with body image and self-esteem issues.

"Kids practice everyday life through make-believe, and it becomes a rehearsal for them to figure out who they want to be and how they think society should be organized," said Sarah Banet-Weiser, a communications professor at the University of Southern California. "Despite changes in culture and politics, there is still a dominant understanding that women have a particular role in society and men have a different role. And toys often reflect that."

Originally modeled after a German doll named Lilli that had been marketed as a sex symbol for men in Europe, Barbie evolved from a teenage fashion model in 1959 to a successful career woman. She took on non-traditional female roles such as astronaut, Army medic, NASCAR driver and presidential candidate years before real women did.

Not all fun and games

But controversy has touched Barbie frequently, as it has other popular dolls.

Oak Brook-based Ty Inc. renamed Sasha and Malia dolls recently after First Lady Michelle Obama complained that marketing her daughters' names was inappropriate. A public backlash recently forced a Florida company to scrap plans for a "Caylee Sunshine" doll based on 2-year-old Caylee Anthony, who was found dead in a wooded area in Orlando. Caylee's mother has been charged with the murder.

Four years ago, residents of Pilsen protested a Latina version of the American Girl, the $95 Mattel dolls that reflect American history, because her storybook said her family left the predominantly Hispanic Chicago neighborhood because it was too dangerous and moved to Des Plaines.

"High school students from the neighborhood felt the story behind the doll put a negative spin on our community," said Juan Salgado, a community activist. "We felt it was more damaging to young people outside our community who buy the dolls, because they could have a false perception of what exists here."

Mattel also has been accused over the years of ignoring ethnic diversity by creating African-American, Hispanic and Asian Barbie versions that had darker skin tones but retained white features of the traditional doll.

Bratz makes a play

Barbie has faced stiff competition in recent years from the multiethnic Bratz dolls. Last year, the Barbie franchise, which includes accessories, saw a 21 percent decline in sales.

"Barbie represents a tragic thread in American culture -- that assimilation is important if you want to be accepted as American," said Mary Rogers, a sociologist at the University of West Florida and author of "Barbie Culture." "That [Mattel] can manipulate racial and class imagery is what makes Barbie such a powerful commentator on who we are and the cultural contradictions we have."

Mattel officials said Barbie reflects the existing culture. They pointed out that the company introduced the first black Barbie in 1965, and have since produced 50 different nationalities with 26 different skin tones.

There's no denying Barbie's popularity. Fan clubs still prosper across the country, with groups like the Windy City Collectors Barbie Doll Club, a forum for Chicago-area Barbie collectors. The club will hold its Barbie's 50th Birthday Party event Saturday in Des Plaines.